The Effect of Endorsers' Sports Results on Their Sponsors' Performance: The Shark Fin Effect

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dc.contributor.authorNicolau, Juan Luisen
dc.contributor.authorSanta Maria, Maria Jesusen
dc.date.accessioned2024-10-02T17:13:56Zen
dc.date.available2024-10-02T17:13:56Zen
dc.date.issued2024-08en
dc.description.abstractWhile previous studies have focused on the value of the endorsement contracts at the moment they are signed, the performance during the contract has drawn limited attention, and the few studies focusing on this period have produced inconclusive results. To fill this gap, we hypothesize that the tournament type and the athlete’s level of sports elitism can influence this “sport results-business performance” relationship. The inclusion of the tournament type fills a gap in the literature as most studies have examined the potential effects of endorsement strategies without observing the different levels of tournaments within a particular sport. Guided by brand equity theory and equity theory, we argue that while a greater prize won corresponds to higher stock returns, there is a certain point of “sports elitism” on part of the athlete, after which a greater prize leads to lower stock returns. Empirical results from tennis tournaments support these arguments.en
dc.description.versionAccepted versionen
dc.format.extent56 page(s)en
dc.format.mimetypeapplication/pdfen
dc.identifier.eissn1930-076Xen
dc.identifier.issn1558-6235en
dc.identifier.issue3en
dc.identifier.orcidNicolau Gonzalbez, Juan [0000-0003-0048-2823]en
dc.identifier.urihttps://hdl.handle.net/10919/121262en
dc.identifier.volume19en
dc.language.isoenen
dc.publisherFIT Publishingen
dc.rightsCreative Commons Attribution 4.0 Internationalen
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/en
dc.subjectcelebrity endorsementen
dc.subjectsponsorshipen
dc.subjectbrand equity theoryen
dc.subjectequity theoryen
dc.subjectfirm valueen
dc.titleThe Effect of Endorsers' Sports Results on Their Sponsors' Performance: The Shark Fin Effecten
dc.title.serialInternational Journal of Sport Financeen
dc.typeArticle - Refereeden
dc.type.dcmitypeTexten
dc.type.otherArticleen
dc.type.otherJournalen
pubs.organisational-groupVirginia Techen
pubs.organisational-groupVirginia Tech/Pamplin College of Businessen
pubs.organisational-groupVirginia Tech/Pamplin College of Business/Hospitality and Tourism Managementen
pubs.organisational-groupVirginia Tech/All T&R Facultyen
pubs.organisational-groupVirginia Tech/Pamplin College of Business/PCOB T&R Facultyen

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